Dubai Dance Academy (DDA) is the first ballet school in Dubai to teach the authentic French method of classical ballet.  DDA’s teaching method is based on Ecole de l’Opera de Paris which distinguishes itself from other training methods. DDA promotes self-confidence, determination, respect and a total understanding of the body.

Reiko Cheong is the founder, and owner of Dubai Dance Academy – the home for ballet in the UAE. Reiko has performed on the world stage as a professional ballerina for over 20 years. Ever since then, she has been promoting the performing art and making ballet accessible to people, in the UAE. Born and raised in Japan, she has won ample of prestigious awards.

CHALLENGES

Lack of awareness about ballet, in the UAE, proved to be the key challenge. The client wanted to spread the word around worldwide performers she was bringing to the UAE, thus introducing UAE to the international world of ballet.

RESULTS

In order to build awareness about ballet among the target audience, the agency initiated stories around   health benefits of performing ballet. This got a lot of interest among parents and youth. The agency also connected with key weekend / lifestyle publications for softer angle stories that helped position the spokesperson as a knowledgeable artist.

SCOPE OF WORK

  • Strategy Development and Consultancy
  • Content Development
  • Media relations
  • Interview assistance
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Public Relations

Ballet Grand Gala

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Public Relations

Amjad Al Hajj

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Public Relations, Social Media

Fiona Environs

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Public Relations

Telr

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